New Content Marketing Association (CMA) award acknowledges intersection of content and PR

July 11th, 2018

Over the last couple of years, we have noticed a growing interest in content marketing from the ​PR departments of brands and dedicated PR agencies.

More and more members with a PR background are joining the Content Marketing Association (CMA) and attending our events, while we are increasingly receiving requests to address audiences of PR execs at conferences,” says Catherine Maskell, MD of the CMA.

So, with many companies and agencies now creating integrated campaigns which blend owned (their websites and social channels), paid for (ads) and now earned (coverage achieved via PR) media we thought it was high time that a CMA award reflected this.”

Hence, for the first time, the CMA have introduced the award for Best Use of Content Within Media Relations. “We are looking for examples of the way that imaginative and creative content has generated successful media coverage,” says Catherine. “But ultimately delivered measurable business outcomes.

In the b2b space this could mean a thought leadership article, a survey or a white paper that has been widely reported by the press and has generated significant new business leads. In the consumer sphere we are looking for content like video, an infographic or image content that has been widely circulated and picked up by media outlets.

It can be an integrated campaign, as long as there is a key element of earned media.

You don’t have to be a CMA member, or indeed have a history of content marketing to enter. You also don’t have to be a PR agency (or from a department in a brand). The winner will be chosen on the strength of the campaign and the results it delivered irrespective of where it emanates from.

The details on how to enter the award are ​here​.


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